There is considerable curiosity and confusion as to where Subaru driver's stereotypes originate. This article explores the origins of those stereotypes, how they developed, and how marketing strategies contributed to them becoming widely recognized cultural perceptions.
Stereotypes are a widely held idea or belief about a particular group of people or things. Stereotypes can be positive, negative, or mixed and are formed when observers perceive that the majority or perceived majority of a group share certain characteristics or behaviors.
Subaru drivers have very distinct and polarizing stereotypes. What is particularly interesting is that the stereotypes were not accidental and they are not incorrect. They were intentionally manufactured by Subaru to sell more cars.
Several articles have covered Subaru's marketing strategy:
NPR Planet Money episode: “When Subaru Came Out”
https://www.npr.org/sections/money/2018/09/05/644984060/episode-729-when-subaru-came-out
The Atlantic: “How Subarus Came to Be Seen as Cars for Lesbians”
https://www.theatlantic.com/business/archive/2016/06/how-subarus-came-to-be-seen-as-cars-for-lesbians/488042/
Medium: “How Subarus Became The Car for Lesbians”
https://medium.com/@caitlinrweiner/how-subarus-became-the-car-for-lesbians-ec1d5f4754fa
Subaru deliberately targeted certain groups and amplified the stereotype to sell more cars. The stereotypes that surround Subaru drivers is not a matter of opinion, it is a matter of fact that Subaru has exploited.
People buy expensive products, like cars, based on their personalities, values, lifestyles, beliefs, politics, socioeconomic status, and interests. Purchases are an extension of conscious and unconscious decisions that reflect on those traits. Marketers capitalize by designing advertising campaigns that resonate strongly with those individual traits.
Subaru marketing has historically focused on themes such as:
Outdoor adventure (hippies, wilderness people, campers, people with facial hair)
Safety and practicality (buyers who think Subaru AWD will save them and Subarus are never break)
Community and inclusiveness (relatively far left and far right wing people)
Pets and animal companionship (animal lovers, dog lovers)
Environmental awareness (environmentally conscious, Greenpeace)
Non-traditional lifestyles (LGBTQIA+)
Customers gravitate toward the brand because they feel represented by it. In turn, the brand continues to highlight those same characteristics in advertising. An interesting phenomenon occurs with owners who continue to see the marketing. They buy into the marketing and fit into the brand identity, which some call a cult like behavior or herd-mentality.
Why are Subarus so ugly?
Another aspect frequently discussed in conversations about Subaru stereotypes is the brand’s design philosophy. The design language is purposeful. It speaks to people who give the middle finger to art, fashion, sophistication, "fitting-in", elegance, wealth, good-looks, popularity, and more. They are designed to be quirky, odd, unfashionable, non-conformist, polarizing, non-polished, and cheap-looking. In marketing terms, this is referred to as an "anti-status symbol" strategy and that is what their buyers want.
There is a stereotype that Subaru owners are not good looking. This may be true as the marketing targets this group through non-direct methods, of course. The following was produced by an AI generator, based on an amalgamation of market data:
https://www.facebook.com/aigeneratednonsense/posts/i-asked-ai-to-generate-a-stereotypical-looking-subaru-owner/524075077045038/
Many have called Subarus "Lesbarus" and "Karen Mobiles" as a result of the targeted marketing by Subaru. Subaru drivers are known to go exactly the speed limit or slower, many times in the left lane on the highway. Alternatively, they are also known to drive recklessly while honking, flashing headlights, or make other gestures. There seems to be no middle ground, again, because of marketing to groups on polar opposite sides. So much for the "love" stereotype. They are not perceived to be talented drivers. They are not perceived to be "car" people. They are known to think of a car as an appliance.
This picture is an all too familiar picture that your will rarely see on a BMW or virtually any other brand:
https://www.reddit.com/media?url=https%3A%2F%2Fpreview.redd.it%2Fevery-subaru-driver-stereotype-ever-v0-uny20de4kep01.jpg%3Fwidth%3D1080%26crop%3Dsmart%26auto%3Dwebp%26s%3D8c37ff843bca346429a6f7029a6a9b3873a8d0bf
A Personal Encounter With Subaru Marketing
During a media day at a major North American auto show, I spoke with representatives from Subaru’s North American marketing team. I asked what they believed distinguished Subaru vehicles in a competitive market, especially given that they are slow, lack driving dynamics, lack quality materials, use cheap plastics, are not attractive, and have poor interior ergonomics. Their response was revealing. I was hoping they would counter my critique. Instead, they said:
"Our buyers do not focus on those aspects of the car. They know that Subarus are made with love and we have infused love into the DNA of the car."
Their answer illustrates how delusional and brainwashed even their representatives are. For clarity, it is impossible to infuse "love" into DNA, cars are not animals, and cars do not contain DNA. It is no wonder that vulnerable, less included or loved, and less informed buyers are consciously or unconsciously attracted to Subaru's marketing tactics.
TL,DR, Subaru driver stereotypes did not arise purely by accident. They developed and methodically curated by Subaru to target the people that fit the stereotype.
